Much has been written about Ford's fruitless attempts over the last two decades to create a sustainable and sufficiently differentiated Lincoln brand. Hundreds of millions of dollars were spent, with little return. In 2011 Ford decided to give it another shot, as discussed in my earlier post here.
The fruits of Lincoln's labor are displayed in the 2013 Lincoln MKZ, which was introduced prior to the New York Auto Show. Those 180 Lincoln designers went to great lengths to give this Lincoln its own design so as to minimize the cross shopping between the MKZ and Ford Fusion. For the most part they seem to have succeeded. The family resemblance has been blurred to the point that it might not be obvious to potential buyers. The car's best angle is from the back, which highlights the trunk-lid spoiler lip and horizontal brake lights. The side and back views also distract from Lincoln's grille. Ostensibly, the "waterfall" grille design element has been retired. Unfortunately, it's been replaced by a design that's hardly more attractive. Lincoln and Acura designers seem to be having problems in this arena.
Luckily, the Lincoln designers did a better job on the MKZ's interior, which has been upgraded with high-quality leather, aluminum and wood trim. The standard features hope to underscore the premium aspect of the vehicle. The car will arrive in dealerships with MyLincoln Touch, which has a 10 inch screen and 11 speakers (upgradeable to 14 with the optional THX certified system). For enhanced driving dynamics, the car will have driver selectable modes that control electronic dampers, throttle mapping and steering effort and shift patterns. A full array of safety technology is available as well, including lane departure warning, adaptive cruise control, brake assist and driver fatigue alerts.
Like the Fusion, the MKZ will be available with three power trains, including a hybrid version and all wheel drive. Pricing has not yet been announced. Whether the market will embrace the expected premium price tag for the MKZ remains to be seen.
Image Courtesy of Lincoln.
Image Courtesy of Lincoln.
Image Courtesy of Lincoln.
The redesigned grille looks really modern and contemporary and should appeal to more younger buyers.
Posted by: Lincoln Dealer Longwood | 21 February 2013 at 23:03